Everything you need to know about brand experience

When you think of brand experience, your first thoughts might turn to a company’s logo or marketing. From Coca-Cola’s iconic red cans and McDonald’s golden arches to Xbox claiming green and PlayStation claiming blue. However, experienceof the brand is much more than that, and this blog will explain what it encompasses and why it’s important. We’ll delve into customer perception, participation, emotion and how to make an experience that keeps customers coming back for more.

What is brand experience?

Brand experience refers to the overall impression a customer has of a brand across all touchpoints. Every interaction, whether emotional, physical or digital, encompasses the brand, with consumers having a subjective impression of a business and their products, even before making a purchase.

When creating a positive brand experience, businesses must consider a host of criteria, from how a product looks and feels to how a customer service query is handled. Rather than focusing on one channel, the experience is the sum of all engagements that shape a person’s perception of a brand. It incorporates the customer experience and so much more, tapping more into the emotional side of things.

Components of brand experience

Several key components make up brand experience – sensory, emotional, cognitive, behavioural and relational.

Sensory experience

A sensory experience is exactly what it sounds like; it involves engaging customers through sight, sound, touch, taste and smell. Logos, colour palettes and product design evoke engagement through sight, and a brand can use in-store elements like music and scents to draw consumers in through sound and smell, for example.

Creating a consistent sensory identity helps create brand recall and makes the experience more immersive. For example, luxury brands may use high-end materials and ambient lighting to evoke quality, while fast-food chains will use colour and sound to stimulate appetite and encourage quick turnover. Appealing to the senses creates a strong connection for consumers, and can be achieved through advertising, customer communications, marketing and product launches.

Emotional experience

How does the brand make people feel? The public is likely to favour a brand if they can make a personal connection – maybe a bite of a chocolate bar takes someone back to their childhood, or a TV advert reminds them of a struggle they’ve previously faced; a brand experience that aligns with customer values is doing the right thing.

Again, being consistent in evoking positive emotions like trust, excitement, or belonging will lead to customers forming attachments and becoming advocates for your brand. An emotional experience should be a priority in customer service, with employees taking the time to understand and sympathise with a customer’s issue and doing the best they can to resolve the problem. Emotional brand experiences go beyond products and services and helps create meaningful, long-term relationships by tapping into human desires, needs and values.

Cognitive experience

Brands are always trying to stay ahead of the competition and showcase themselves as leaders of their industry. This can be achieved by implementing cognitive experiences, where a brand stimulates thought, curiosity and understanding.

Informative content channelled through advertising, websites and customer interactions can educate customers on a product, and brands that innovate their products or present unique ideas can challenge conventional thinking, leading to higher engagement. It’s important to intellectually engage customers without being condescending, so pairing the cognitive experience with the emotional one can enhance influence and credibility.

Behavioural experience

The behavioural experience is all about how a customer physically interacts with a brand, from using a product to navigating a website or visiting a store. This is perhaps the brand experience element most closely tied to customer experience – everything has to run smoothly, feel intuitive and be rewarding.

For digital brands, a seamless website interface and quick checkout process will help customers return to their services, as they’ll have confidence knowing their experience was positive. Take Amazon, for example, with millions of people using the website every day because it’s easy to navigate, the checkout process is simple and secure, and they have key policies in place, such as returns, that make interaction less stressful.

For physical products, it could be how easy they are to use or assemble, or how seamless the in-store experience is. Removing friction from these touchpoints will increase customer satisfaction, leading to retention and loyalty. Frustrating experiences, on the other hand, can damage a reputation quickly.

Relational experience

A good brand experience considers consumer needs before and after purchase – this is the relational experience. Brands need to create an ongoing relationship with their customers. They don’t want to feel like a number; they want personalised treatment to make them feel valued.

Brands often personalise their communication and create loyalty schemes to establish a sense of community, making people feel seen and heard. Offering tailored services and responding to feedback promptly contribute to a better relational experience. It’s all about building trust, and when done right, these strategies turn one-time buyers into loyal investors.

Why is brand experience important?

Reputation for a brand means everything, so having an excellent brand experience is a must. Remember, the experience is more than the interaction the customer has with a product. It involves the entire brand, from what reviews are saying and advertising to customer service and the design, quality and functionality of products.

Through experience, consumers will garner either a positive or negative perception of your company, leading them to either buy from you or go to a competitor. Even if someone has a neutral perception of a brand, they’re still not likely to pick you out from the crowd. That’s why it’s important to get your brand experience right.

What makes a good brand experience?

To make a good brand experience, you’ve got to involve multiple elements that stay consistent. A successful experience feels intentional and emotionally engaging, from initial awareness to long-term loyalty. Here are five key elements that contribute to a positive branded experience:

1. Consistency across all touchpoints

Consistency is key across all elements of the brand experience, as customers expect a seamless journey whether on a website, interacting on social media or with employees, as well as visiting a store. For example, perhaps a consumer has an interest in purchasing a new product from a less-well-known brand because the product promises something different. The product arrives but is unfortunately damaged. Sure, these things happen, so the customer is expecting an easy returns and replacement procedure with clear communication. However, this touchpoint is handled poorly, with unpleasant customer service and a lack of transparency on when the replacement product will arrive.

Disjointed and inconsistent interactions with the brand will damage credibility, even if one aspect is positive. A consistent brand experience reassures customers that they know what to expect every time they connect with you. This applies to both digital and physical environments, and even down to how emails are written or how staff communicate with customers.

2. Emotional engagement

A brand that creates an emotional connection with its audience is more likely to build loyalty. Companies that can create feelings of nostalgia, inspiration, empowerment or joy help customers feel something meaningful. That’s why the likes of McDonald’s, KFC and Burger King often bring back old products with a revamp, or why advertisements are driven by relatable stories that align with their main customer base.

When people feel more emotionally connected to the brand, they’ll likely return, recommend the brand to others and stay engaged over time. Direct and indirect marketing also play a role in emotional engagement. Purposeful marketing needs to evoke positive emotions, interactions with employees need to be supportive, and indirect elements like customer reviews should present your brand as one that can be trusted.

3. Customer-centric design

Putting the customer first is key to a good brand experience. That means designing websites, stores, interactions, packaging and products, marketing campaigns and product launches as well-thought-out journeys, where every element serves the customer’s needs. For example, for digital brands, websites should be fast, feature helpful FAQs and self-service tools. When people feel like brand interaction is effortless, they’re more likely to stay and convert. A customer-centric approach shows the brand values people’s time and wants to make their lives easier.

4. Personalisation and relevance

Being generic in marketing can only get brands so far, and customers today expect a more personal touch. Companies are now using consumer data with permission to engage through social media, advertising and personal interactions to provide positive experiences. Whether it’s a personalised product recommendation, location-based messaging or remembering a user’s name, these seemingly small touches make a big impact.

5. Purpose and values

Brands need to showcase that they care more than just making money and have a purpose that aligns with sustainability, inclusivity, social impact or innovation. This helps create a deeper layer of meaning for the brand and customer experience. Individuals may be passionate about creating a healthier environment, so if they see a brand that is authentic about this cause by building trust through messaging and actions, individuals and communities will be more engaged and likely to interact and purchase products or services from the brand. Purpose and values can often be found in company slogans – Apple uses ‘think different’, L’Oreal has ‘because you’re worth it’, and people can ‘eat fresh’ with Subway.

Brand experience examples

Let’s look at real-life examples of these brands mentioned – Apple, L’Oreal and Subway – have employed good brand experiences, where consistency, personalisation, value, emotion and relevance have all played a part in their success.

Apple: Seamless innovation and premium experience

Apple is widely recognised for delivering one of the most cohesive and premium brand experiences in the tech world. Every touchpoint, from the packaging to the physical stores to the user interface, is synonymous with being sleek, intuitive and minimalist. Apple’s devices and services are designed to work in complete cohesion, creating a sense of simplicity and control for the user. The in-store experience is no different, as customers benefit from carefully curated offerings, including hands-on trials, knowledgeable staff and a clean, modern environment. Apple has positioned itself as an innovator and a company that thinks differently, and reinforces this identity through consistent visual language, product design and service.

L’Oreal: Personalisation and empowerment through beauty

L’Oreal, the French-founded and world’s largest cosmetics company, has built its brand experience around inclusivity, personal beauty and empowerment, with each new product continuing to embody these values. Customers shop their products online and in-store, and are guided with tools like virtual try-ons, personalised product recommendations and expert beauty advice.

Their messaging promotes confidence and self-expression, aligning the brand with emotional well-being and individuality. L’Oreal benefits by engaging customers across multiple platforms, including social media tutorials to skincare education, making the experience rich and interactive. The brand’s purpose-driven approach of sustainability and diversity in advertising strengthens emotional and relational experiences. Customers feel part of a broader beauty movement.

Subway: Customisation and everyday convenience

Subway focuses on a brand experience built around choice, speed and value. Its ‘Build Your Own’ model makes the customer the decision-maker and the one in control, empowering them to customise their meal to taste, diet or mood.

In-store experiences are functional and consistent across locations, with familiar branding, fast service and fresh ingredients on display. Subway leans heavily into sensory experiences – the smell of fresh bread baking is intentionally part of the brand experience.

How to create a brand experience strategy

1. Determine your goals and purpose

Clarify why your brand exists beyond profit
Align your purpose with customer values and needs
Use this as the foundation for all experiences

2. Understand your audience

Conduct market research to uncover behaviours, needs and expectations
Create customer personas to guide tone, design and delivery
Adapt experiences to suit different touchpoints and segments

3. Map the customer journey

Identify all touchpoints (online, in-store, post-sale, marketing, advertising, etc)
Assess how users currently engage with your brand
Spot pain points and areas to elevate the experience

4. Design for all senses

Think beyond visuals – include 3D production, sound, texture, scent and interaction
Ensure sensory elements reflect your brand identity
Keep experiences consistent across environments

5. Create emotional connections

Use storytelling, personalised content and empathetic service
Inspire trust, loyalty or joy – depending on your brand positioning
Ensure every interaction makes customers feel something

6. Focus on consistency

Align brand voice, visuals and messaging across all platforms
Train staff to represent the brand experience effectively
Create guidelines and policies to maintain cohesion

7. Incorporate feedback and adapt

Use surveys, reviews and customer data to evaluate performance
Respond to feedback actively and use it to improve
Stay flexible and evolve with customer expectations

8. Measure and optimise

Track KPIs such as repeat purchases or customer satisfaction
Analyse how experiences affect brand loyalty and perception
Refine strategies continually to stay relevant and competitive

Common mistakes to avoid with brand experience

Inconsistent branding across channels: Using different tones, visuals or messaging on various platforms and channels confuses customers and weakens brand identity. This can be avoided by creating clear brand guidelines and ensuring all teams and partners adhere to them.
Ignoring the customer journey: Failing to map out how users interact with your brand can lead to frustrating customer experiences. You must understand every stage from discovery to post-purchase to ensure a seamless transition.
Prioritising design over functionality: A beautiful website or attractive product is pointless if it’s hard to use or doesn’t meet expectations. It’s important to balance aesthetics with functionality, and always test products for real user feedback.
Overlooking emotional engagement: When brands focus solely on product features, they miss the chance to build lasting loyalty through emotional connection. That’s why brands must craft messages and experiences that make people feel seen, heard and inspired.
Failing to act on feedback: Dismissing customer reviews or ignoring pain points leads to stagnation and reputational damage. Brands need to actively listen, measure satisfaction and use insights to continually improve customer experience.

How B_RD can help with brand experience

We are specialists in retail and experiential design, able to implement branding experiences with 3D production, printing, logistics and installation. Our turnkey services are paired with our goal of helping businesses succeed with their unique brand experience. We become an ambassador of your brand, supporting small to large businesses across the globe.

We get to understand what emotional connections you’re looking to achieve with your client base, ensuring customer-centric designs and consistency across all touchpoints. Get in touch with us to see how we can help support your brand, developing the experience by calling +44 (0) 1664 494 750 or emailing hello@wearebrd.com.